The governing body of football in Europe, the UEFA has announced a partnership renewal with the Dutch beer brand, Heineken.
Following the renewal, Heineken will continue to be the official sponsor of the UEFA Champions League, until the end of the 2024-27 club competition cycle.
𝗖𝗵𝗲𝗲𝗿𝘀 𝘁𝗼 𝗮𝗹𝗹 𝗳𝗮𝗻𝘀 🍻
— UEFA (@UEFA) September 19, 2023
🤝 Longstanding #UCL sponsor since 1994, @Heineken will continue to be a UEFA partner for the 2024-27 competition cycle and will include sponsorship rights for the #SuperCup.
Full story: ⬇️@ChampionsLeague
The renewal of the agreement will see Heineken continue to engage with fans all over the world by putting the UEFA Champions League at the centre of innovative and exciting marketing campaigns, as well as by extending the UEFA Champions League Trophy Tour, presented by Heineken, which allows fans to see the trophy in person.
Heineken’s extended three-year arrangement will include sponsorship rights for the UEFA Super Cup, in addition to the UEFA Champions League.
Aleksander Čeferin, President, UEFA, said, “We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match”.
Dolf van den Brink, CEO and Chairman, Heineken, said, “Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world”.
Heineken N.V. is a Dutch international brewing corporation founded in 1864 in Amsterdam by Gerard Adriaan Heineken. Heineken controls around 165 breweries in over 70 countries as of 2019. It employs roughly 85,000 people and produces 348 international, regional, local, and speciality beers and ciders.